One-Question Survey: Define a Good Relationship With the Media

In advance of PR News’ June 17 Media Relations Forum in Washington, D.C., we asked the PR community one question: “How would you define a good relationship with the media?” More than 300 people responded to the one-question survey, and the best response was selected by Media Relations Forum attendees from a top 10 list culled by PR News.

“A good relationship with the media is defined as....a cordial professional relationship in which the media (reporter or editor) feels that they can always rely on you (the PR practitioner) as a “go-to” source for accurate and clear information and that they will always receive an answer (one way or the other) in a timely fashion and within their deadlines.”

Following is a list of all responses to our one-question survey:

Question

A good relationship with the media is defined as:

An open two-way communication that is both respected and trusted in which each party contributes in a timely and ethical manner to facilitate the best delivery of facts and storytelling

An honest and unfettered exchange of information, points of view and ideas ... Questions posed and answered directly and for what they are, with no hidden agendas on either side. A relationship that leaves both sides willing and trusting to communicate with the other on issues of mutual concern.

interaction between a communcations professional and a news media contact (either an individual or the organization)that utilizes the communicator as a resource for news story research or information (via content or other experts as background or actual interviewees); the media contact/media will consider the story ideas of the communicator, not based on personal likes or dislikes of the communicator, but based on each story. A good relationship will expedite the decisonmaking process for the communicator, however, based on previous experiences developing stories together.

"peerteambundant" - peer-team-bundant... it is a peer-to-peer relationship that works as a team to produce abundant results for each member of the relationship.

... media reporters, editors, directors saying: "Please call us and we'll call you." They look to you for the full and accurate story or insightful perspective on a breaking story.

...a relationship of mutual respect. Recognition we both have a job to do, but are fair and transparent when it comes to sharing the information we can share. "Be a friend, but not a buddy" is another way to describe it.

...getting the job done. Sometimes communications professionals and the media may not see eye-to-eye, but if they have good intentions and solid research, they work well together and it benefits everyone. It's not "you scratch my back and I'll scratch yours," but two professionals, two sides of the page, working together to provide the right knowledge to the right people at the right time.

...knowing the ins-and-outs of the "media" ropes! Learning, by asking mostly, when DO they want/need input and information, and equally important: When NOT to bug them. Also, knowing each media person's preference as to HOW they want your relevant, exciting and new information to be delivered ... Simple. All that any truly savvy PR person needs to do to create a good relationship with the media is for them to keep their own ear to the ground: pay attention to what the media is writing, and when they're writing about it. Then, be able to deliver fresh, timely, relevant, and credible information, in the precise style in which they like to receive it.

...one that creates open candid dialogue, respectful of the story that each party may wish to deliver and a relationship that allows for respect and use of fact based research. Good relationships are best developed when "spin" is no longer in play and the facts are in the foreground. Cheers.

...symbiotic, based on mutual respect, accountability, and specificity. A skilled publicist has developed links to key media outlets to whom she can pitch personally and offer exclusives.

...when word gets out that you have been laid off, all three local TV news directors and the newspaper editor secretly co-sign a letter to your CEO to explain to him why his company needs a PR department, and why you are the best PR person in the city, and to appeal to him not to save your job. This happened to me, and it was one of the proudest, most touching moments of my career because it represented my commitment to doing media relations "right."

A "good relationship with the media" is one based on trust: the media trust that what you are telling them is true and accurate; your trust of the media is that they will report your viewpoint accurately. There certainly are many other aspects to the relationship as well including responsiveness and respect, but the basis of it all is trust.

a balance between what communication professionals need to have published about their businesses/causes versus what the media wants to report.

A collaborative relationship that fosters dialogue and thought provoking news.

A cordial professional relationship in which the media (reporter or editor) feels that they can always rely on you (the PR practitioner) as a "go-to" source for accurate and clear information and that they will always receive an answer (one way or the other) in a timely fashion and within their deadline.

A game of trust. You need to be honest and listen to the media to craft a story pitch that they want to hear. Once you work towards that, its understanding what they are working on and building upon that relationship. The more you understand and know about the media, the easier it is to trust them and in return have them trust you.

A give and take

A glass of fine wine

A good media relationship is one in which there is mutual respect and trust. Despite the adversarial relationship that often exists between you and the media, a good relationship can be built to, at a minimum, allow fair treatment, which means your position is stated clearly and accurately. That type of relationship develops over time through a willingness to be interviewed and provide comment on situations/issues both positive and negative.

A good relaionship with the m edia is one that is mutually beneficial( for the client and for the media's audience) and is based on honesty, candor, reliability and professionalism.

A good relationship among news media and PR practitioners would include honesty, objectivity and accuracy, the provision of relevant and timely facts surrounding a situation or news issue on the part of the PR practitioner, and enormous respect for each other's important role in the news process and in our society.

A good relationship is often the sum of three integral parts: communication, understanding, and appreciation. When a PR professional has a good relationship with the media, s/he is able to tell you not only about a specific reporter's beat, likes, or dislikes, s/he is also able to tell you about when is the best time to talk with that reporter, how that reporter feels about key issues, and hopefully some information that indicates a real understanding between the two, even if it doesn't have anything to do with the PR person's bottom line.

A good relationship is when there is mutual respect for each other's need to communicate a relavent message to a specific audience and the organizational line between sales and editorial is blurred. A willingness from all parties to think broadly with focus on the needs and interest of the audience and less about paid advertising. Having diverse parties engaged creates unity and drives creativity.

A good relationship is where the media will give you "the benefit of the doubt" when a bad report comes out about your firm, and waits to hear your side of the story before reporting it. That is the best you can hope for these days!

A good relationship with media means getting to know your local reporters; respecting them and their trade; being as responsive and transparent as possible, and anticipating what they might need before they need it. If you show them respect, they do the same for you -- even when the news is bad.

A good relationship with the media can be defined as a relationship built on trust and respectfulness with the ultimate goal of delivering an accurate message to the public. There might not always be COMPLETE trust, or COMPLETE respectfulness, but there is a mutual desire to provide truthful and helpful information.

A good relationship with the media is a professional relationship where the best interest is that both parties understand they need eachother, resembling the advertising relationship of art director-copywriter. One without the other is incomplete and accounts for nothing in the eyes of the public, as they are not providing appropiate information or that of the client, for the PR professional.

A good relationship with the media is based on mutual trust and collaboration.

A good relationship with the media is based on mutual trust, mutual access, and good-old, down-home integrity. As examples, when a reporter says to the PR professional, "I want to hear your side of the story," there must be a reasonable expectation that "your side" will actually make it thru the final edit. On the same side of that coin, the reporter must be able to rely on the authenticity and timeliness of the PR practitioner's message. Mutual access is 24-7 in both directions, and yes this includes home phone, cell, e-mail and a back-up representative when "off-line." All of this must be built upon a personal and professional foundation of integrity: Long in developing, tested with each media encounter, and vanished with a single, intended deception. Finally, and possibly the more elusive ingredient, is to think from and anticipate a media perspective: "What will work best for this media's audience?" "...or this particular reporter's perspective?" With the dynamics of ever-changing personnel, message points, and technology, along with the unforeseen and other variables, a good relationship with the media is best developed long-term, but must be reinforced often on a daily basis.

A good relationship with the media is best defined as one of mutual trust so that facts,statements and opinions can be checked and discussed in order to present the most Truthful message possible to an audience.

A good relationship with the media is defined as a continuous improvement process that sets expectations by continuous sharing and puts an effort to raise the quality of the relationship so as to bring in fulfillment for both the PR person and the media and eventually helps in focussed and timely creation of goodwill.

A good relationship with the media is defined as establishing credibility. It is critical to create credibility in your writing so that target publics see messages as truthful and believable. A good relationship is formed with the media when they know they can turn to your organization/company for reliable information. The relationship also grows because the elements that make up a credible message (word choice, detail, structure, and appeal) show an understanding of the topic. It also makes it much easier on the reporter when the facts and details are already presented to them. By establishing credibility through sound writing, you can create a relationship that will allow the media to have good content and allow your organization/company to become a trusted expert in your field.

A good relationship with the media is defined as getting from each other what you feel is honest even if it is not ALL of what you need or what you were hoping for. Equity and fairness are important and trust can mean more than getting the story you wanted (for either side). A good relationship means trusting that what you do gain from the other party is true even if it is not as comprehensive as what you were hoping for.

A good relationship with the media is defined as having the same level of respect, trust and response afforded to both parties. Both media and the agency representative should be viewed as honest and good sources of information. It's a two way street; communication and information needs to flow both ways. Unfortunately, this rarely happens.

A good relationship with the media is defined as one of reciprocity. The relationship should be based on a mutual respect. Both parties should understand that their roles are interdependent; the relationship is a win-win. For example, media should consider public relations professionals as resources they can go to for help in securing and validating information for their stories, while public relations professionals look to media to deliver their clients' messages. You know that you have a good relationship with the media when the phone is ringing both ways. That is, it's not you who is always making the call. The media is also calling you because of the value of the information and resources that you provide.

A good relationship with the media is defined as one that is both organic and symbiotic. It's a relationship that develops out of respect, honesty and the pursuit of truth, where both parties can meet in the middle to network and participate in information sharing while fulfilling both of their professional needs.

A good relationship with the media is defined as when reporters, editors and producers see you as a trusted resource and they call you FIRST whenever they are working on a story about your industry.

A good relationship with the media is defined as: developing respect and rapport built on trust, dependency, transparency and accountability in which the PR/media relations practitioner becomes an invaluable resource even when the topic doesn't directly reference your company or client. Even if/when the news is not positive, the goal is to get a fair and balanced story. What goes around comes around!

A good relationship with the media is defined by understanding the audience and business needs of each media source; respecting and working within the tight deadlines with which they work; making sure each story that is pitched is newsworthy and relevant to their audience; and never, ever missing a deadline. It also means being candid with yourself and with the each media source when a story is not appropriate. In summary, as with any strong relationship, good media relations are defined by candor, honesty, timeliness, respect, and discipline.

A good relationship with the media is founded on mutual trust in each other's ethical behavior.

A good relationship with the media is like a good marriage: the most important ingredient is trust. They trust that we are giving them 100% accurate information to help them do their jobs and fully report a story. We trust that the information we give them will be used to present a clear picture, and never taken out of context. When either party fails, the "marriage" quickly dissolves.

A good relationship with the media is one based on respect and trust, like any good relationship. Respect the media in your communications. Don't bombard them with every news announcement or ones that are not relevant to their audience. Always deliver everything they ask for, on time. They have deadlines and need to file their stories on time, and they rely on you, the communicator, to get them the information they need, whether its a quote, an interview, background info or a graphic. A good relationship with the media grows stronger over time. They will begin to call on you to see if you have any relevant or engaging news items. And they highly appreciate you sending them tips even if it does not directly benefit your company or client. This is called being a good source. This one item alone will make you a valuable resource to the media. So, good stuff and no fluff.

A good relationship with the media is one built on trust, honesty and confidence. Reporters need to know early on in a relationship that you are there to help meet their needs. By providing them with the info they need in a timely manner, or explaining why you can't provide them the info they are looking for, they come to know you as a reliable source that they can turn to in a pinch.

A good relationship with the media is one of trust and mutual interest with reporters. It's a step up from publicity for an organization's product, service or event, or asking reporters and editors to do your marketing for you.

A good relationship with the media is one that is mutually beneficial, in which there is respect, prompt professional response, and where each thinks of the other as a valued resource.

A good relationship with the media is one that is productive for both parties: the media receive the information and access to expert sources they need in a timely manner, and the source organization gains the exposure it seeks. A good relationship is built on trust as well: the media outlet can trust that the source organization won't waste its time with irrelevant pitches, and the source organization can trust the media outlet to accurately portray the information or expert.

A good relationship with the media is one when they call, you listen and deliver as best and quickly as you can and when you call, they listen, and possibly deliver for you.

A good relationship with the media is one where the organization and the media share a mutual respect for one another resulting in an honest and open dialogue that fosters an ongoing and effective presention of a news event or activity benefitting both parties.

A good relationship with the media is one where there is open access, the ability to convey your point of view and actually discuss issues, a mutual level of respect and one that is maintained over the long haul.

A good relationship with the media is the same as all successful business relationships. Business partners who respect each other will utlimately create the most innovative solutions; those who do not will maintain the status quo.

A good relationship with the media is when they turn to you for help with a story,whether or not they know you represent a client that could be quoted. In other words, when they consider you as a credible source of information rather than someone who is always hyping a story or client.

A good relationship with the media is, in a nutshell, defined as when your stories run in print or on the air when you WANT them to (i.e. good press) and they DON'T run in print or on the air WHEN YOU DON'T want them to (i.e. bad press).

A good relationship with the media requires good old fashion hard work! It is essential that key elements are not over-looked and or taken for granted.The first priority should be shared education to enlighten both parties to the issues and goals at hand.Next is a full disclosure and good faith approach.This way for good or bad the facts are the focal point.Last is that the consumption of the information should be easy to digest. This way writer's,viewer's and or reader's embrace the pearls of wisdom shared.

A good relationship with the media requires knowing what each journalist or reporter is seeking and providing that information in an easily accessible and timely manner. As cliche as it sounds, it's about understanding needs and building relationships and mutual trust. It's also giving consistent and relevant information that intrigues the media to use your company as a 'go to' source for thought leadership in your field.

A good relationship with the media, in my opinion, is defined as one in which both parties seek to cooperate, honestly and respectfully, in presenting that information which is deemed "newsworthy" and relevant to the public at large, or to specific, defined audiences. In such a relationship, built on earned trust, both the media side and PR/business side approach the issue with a true effort to understand the other's position, presenting the story objectively.

A good relationship with the media: a relationship between a PR professional and a media contact based on mutual respect and skepticism with the understanding that each has the ability to make the other successful in his/her position.

A lot like family, you cannot choose your family members, but you can learn to respect them, appreciate their value and participate in the conversation when there is a family meeting.

A love/hate relationship - that's what I teach my students at Emerson College in Boston, as corny as it might sound. The key is to cultivate the love part and mitigate the hate part. Bottom line is we need each other and the best relationship is built on trust and transparency. (spoken by someone who was a former journalist for 20 years and now manages and teaches PR & MarComm).

A marriage. There has to be an understanding that in good times or in bad, the media has a job to do and so does your organization. There will be times when the media will not present a story surrounding your organization in a positive light, but the relationship has to be built, so that when you need them, they are there. It is important that in those bad times, you do not go to bed angry, so to speak. You will need them on your side in the future. A good relationship does not mean the media won't ever report badly about you, it means that the media knows who you are and pays attention to you.

A moment of singularity

A mutually beneficial partnership in which both public relations practitioner and journalist abide by ethical principles to serve society by seeking truth and reporting it and informing people for their benefit

A mutually beneficial relationship with the individuals who create and oversee content within the outlets your target audience trusts and frequents the most.

A mutually productive, educational and thoughtful relationship with both reporters, news outlets and consumers.

a mutually respectful one in which the reporters obtain information that is accurate, compelling and meets their audiences desire to know, while the communication professional's client is able to present its views fully and fairly in the court of public opinion.

A mutually respectful relationship where the intention on both sides is to share timely, accurate, meaningful information.

a mutually-beneficial relation that respects one another's work goals and limitations, while acknowledging the world does not revolve around either person or organization.

A partnership that is based on Momentum, Engagement, Diversity, Integrity, and Action.

A personal and on-going one. This ensures that there is a clear understanding of expectations from both the company and the media. From a company's side, it ensures that it is open, transparent, honest and timeous with the media, wether the news is good, or bad. From the media side, it respects and upholds the company's values and identity, ensuring its reporting is accurate and fair and that the company is given opportunties to respond to any publicity that may be negative. Overall, the relationship is based on trust and a relationship.

A personal rapport of trust and helpfulness, either based on past experience or communicated through technology.

a positive and truthful relationship that goes both ways -- the media seeks direct and honest input and portrays things in a fair light. The company, in return, is available, easy to work with and doesn't rely on spin - instead, they allow their actions to dictate the coverage.

A professional relationship based on mutual respect that acknowledges the journalist and the public relations practitioner serve different masters but share similar values. These values include a dedication to factual, timely reporting of information that is interesting and useful to stakeholders delivered in a professional manner. The practitioner recognizes and accepts the traditional roles of the journalist as a relentles questioner, truth-seeker, and antagonist. The journalist must respect the practitioner's responsibility to her stakeholders regardless of whether he agrees with the message the practitioner delivers. Both sides recognize that neither journalism or public relations can claim objective truth as their own, and neither profession is more virtuous than the other. The reporter and the practitioner may not be friends, (and probably should not be), but they never let pettiness or anger interfere with their professional responsibilities.

a professional relationship of a source and/or subject with media representatives that is characterized by mutual respect and mutual, genuine awareness and sensitivity to the issues and challenges of the other.

A professional relationship where both sides need each other to achieve its objectives. But since I deal mostly with Hispanic media, I define our relationship as a wonderful experience were each part is always willing to help the other and where our culture is the glue that links us together.

A public relations effort that results in making the media more interesting, newsworthy, and memorable because of your contribution

A reciprocal, ethical relationship built on a foundation of respect and understanding of the other's needs.

a relationship based on honesty and integrity that includes genuine friendship with a few mutually understood invisible lines that should never be crossed.

A relationship based on trust and honesty. The media must know they can count on the communications professional to respond quickly and provide accurate information or timely access to executives. The communications professional should also be willing to provide the media with suggestions about other sources they may wish to contact. The media must use the information in the manner they said they would use it. The media should not misquote or take material out of context. If the communications professional sees a reporter at an event they should say hello if appropriate without trying to pitch a story.

A relationship in which both the organization and the media entity respect each other's business objectives, underdstand their mutual dependence on each other, and collaborate with integrity and professionalism so that both have the potential to benefit from their individual efforts and neither presents unnecessary obstacles to the other's ability to perform their duties successfully.

a relationship in which media professionals are regularly receptive to the information a communications professional provides.

a relationship in which mutual trust and respect exists, so that the communications professional can serve as a trusted source when the need arises, and the media professional is open to seriously considering strong, solid pitches made on behalf of clients and organizations.

A relationship in which you build trust and goodwill so the reporter will answer your calls, ask you when he is covering your organization, and one in which you both understand one another's roles.

a relationship of mutual respect and advantage.

A relationship of mutual respect that is mutually beneficial while achieving both organizations' goals.

A relationship where both parties work together to meet the respective needs of each person and their organizational goals.

A relatiosnhip built on mutual trust, open dialogue and a respect for the needs of each party. It is the essence of what is required for a succesful business to thrive and recognizes that the media is a bsuiness in its own right.

A reporter having no problem calling you on your cell phone at 3.a.m. Sunday while you are on vacation.

A reporter or editor knowing the following four things about you. 1) You're honest. If you can answer the reporer's question, you will. If you can't, you'll tell them you can't. 2) You're available. A good relationship is formed when the reporter knows how to reach you after hours and on weekends and knows that you'll get back to them knowing they have deadlines. 3) You don't waste their time. A reporter knows they have a good relationship with you when you pitch genuine stories, not something you know won't make news. 4) You're respectful. Reporters and editors will have a good relationship with you if you treat their questions and queries professionally. Even if it is unpleasant for you, you realize that the media has a job to do. But beyond all of that, you know you have a good relationship with the media when a bunch of reporters are sitting around a table trying to figure out how to get information for their storyn a story, someone says "I know who to call," and you're the first name that pops into their head.

A respectful and timely exchange of credible information that recognizes both the media's duty to explore issues of public concern and the responsibility of marketers and PR professionals to promote their institution and its mission.

a respectful appreciation of each others responsibility in the honest distribution of information.

a respectful balancing of the interests and needs of your own organization with those of various media, including in-depth knowledge of your organization and how media operates, a profound sense of integrity, and appropriate degrees of trust.

A simbiotic partnership - one that is mutually beneficial. Almost like its own ecosystem, the partners should both provide for and gain from each other, in addition to respecting each other's position in the system. At least that has worked for me!

A solid level of trust from both parties. They know I'm not going to pitch them crap, and I know they won't intentionally screw over my company. You don't have to be best friends, but there must be a respectful working relationship.

A spokesman who can be counted on to answer the question asked, and who can be trusted to tell the truth, and a media rep who can be counted on to listen, who then will be truthful in writing.

A symbiotic relationship. The media can rely on me for quality, relevant information in a timely manner and in return I receive their respect and view of my firm as a leader in our industry with expert resources.

A true two-way channel that benefits both sides is critical in today's world. Ideally, the PR person knows the outlet's editorial focus and the journalist's preferences so well that he or she provides valuable story ideas through succinct and informative pitches that are cognizant of the hectic and time-constrained environment in which the journalist operates. This builds a level of trust that hopefully results in the journalist turning to the PR professional for sources or data about their company or client when an appropriate story is in the works. Clearly it is incumbent on the PR person to do the legwork to make sure they are providing value to the journalist, and the journalist can return that effort with consideration of tapping the PR person, when appropriate, for future stories. With everyone being asked to do more with less, and that dynamic likely to continue for some time, the PR and media professions have a real opportunity to develop unique working relationships that create an atmosphere where information flows freely through numerous channels and mechanisms, reaching intended audiences with a timeliness and effectiveness that these audiences demand.

a trust and respect of not only one another, but of one another's profession and company as well.

a trust borne of the mutual understanding of, and respect for, each other's roles as communicators of information.

A two way street where they come to you looking for information as often as you go to them looking to disseminate

a two-way relationship. Public relations people need to be willing to give - whether that be by helping a reporter find sources, keeping the reporter updated about your clients or their industries when you are not actively pitching a story, or being responsive to the reporter when the story is their idea (even when it's not positive). Straight pitching with an expectation that a reporter will only cover what you feed them is not a "relationship" with the media.

a two-way-street. The media supports your organization in promotion of your events and efforts while the organization recognizes the media as a key figure in their success providing timely information to the outlet.

a willingness on both sides to listen at all times, speak with intent, convey with integrity, and understand the vital importance of disseminating information that is accurate, intelligent, and clearly understood by all intended recipients.

A win-win, the organization gets the positive coverage it wants and the media gets a good story for the news. Clear honest communication is key along with developing a respect and trust for each other.

A working relationship where both sides provide give and take; where trust can be upheld on both sides. A great relationship means there is no "gotcha" on either side, rather people check issues out with with other or the source before running the story or writing the media statement.

Ability to call them and have them take a few minutes to listen to your pitch or having them call you for experts. Knowing they know your name and that they can count on you to give them background and expert spokespeople.

Ability to have a transparent dialogue with media representatives - with a chance to address and correct misinformation about your organization. Two way sharing of information - I can call on them with questions about stories and they can call on me for information about stories they are working on for expert comments.

absolutely vital like water is for fish ... the Constitution is for Americans... and David Letterman is for Paul Shaffer. A good media relationship emphasizes authentic news "hooks," freedom from PR fluff, and good-natured humor along the way.

Acting as a "fencer" (as in keeping a foot on both sides of the fence) advocating on behalf of the media to facilitate access to company execs/experts and on behalf of the company to promote and protect its reputation.

An effective, sustainable mutually beneficial partnership, whereby the traditional print and broadcast and social/new media reporters and editors perceive your appreciable value and hold the opinion that your are an important source of subject matter expertise and have an approachable collaborative PR staff. This relationship results in advancing a balanced, fair perspective to the reporting of news, leverage of corporate expertise and possibility of positive earned media.

an equal partnership that benefits both parties.

An ethical, respectful and symbiotic business partnership that includes open, ongoing, two-way communications of fact and information for the purpose of keeping said media's audience enlightened.

An honest and fluid relationship, where both partners, the journalist and the media advisor, get their message through.

An honest working relationship. Not giving informayion that skirts or avids the issues.

An honest, ongoing dialogue that helps deliver the key issues and messages and results in a successful, measurable PR program that builds support and awareness among the key audiences.

An information sharing partnership based on mutual respect and a factual understanding of one another's individual responsibilities, organizational limitations, and adherence to professional standards of ethics, transparency and trust.

an interactive and organic exchange of ideas, information, and opportunities.

An interdepartmental rule that when the media contacts you or anyone in your press department, their request is handled professionally and in a timely manner, thus helping the media to see the value in consulting your organization as an industry expert.

an ongoing communication with critical media members in your market and area of expertise that includes sharing of ideas, information and thoughts. This communication is NOT always centered around your client or your business.

an open and honest professional relationship whereby the pr professional is positioned as a reliable resource of information and experts and the media professional seeks that information out from the pr professional understanding that the pr professional will respond quickly and honestly to the request, even if he/she is unable to fulfill the request.

An open line of communication in good times and bad.

Anything that brings positive attention to mission of your company.

As having the confidence in knowing that no matter the message the media will work hard to treat you fair. If you develop a solid relationship with reporters and editors they will be more inclined to asking more probing questions and take more time to accuratly report stories. They will be less likely to rush with negative story if they have been properly educated about your company or industry. If the media knows your product or service they will also be confident in publishing stories that you provide them.

As the information disseminator, perceived as being proactive and responsive to the needs of the public, stakeholders, investors and last, but not least, regulators and rule makers. In turn, to have a favorable reputation and image as far as the just mentioned parties are concerned. Hence, a good media relationship is developed and, as part of ongoing efforts, is maintained, irrespective of whether news and/ or events are positive or negative.

Availability, armed with facts, super-responsive and willing to redirect to a more knowledgeable source if necessary.

âï¿½¦knowing that you and the media are on the same side. You, as a professional PR person, help the media fulfill the common goal of providing interesting, useful information to the public or trade interests that desire it. You do this by employing trustworthy communication strategies, setting correct expectations in your content and your methods, and being responsive, authentic, respectful, honest and timely.

balanced, respectful and thoughtful

Based on mutual respect, a clear understanding of each distinct role, and a healthy regard toward making interactions professional and productive.

Based on mutual trust. The media wants answers by deadline, relevant pitches and the truth. The MR team wants favorable coverage to generate awareness of their organization. Hopefully the two can meet at the intersection of trust and a good story.

Based on respect and knowledge, but mostly honesty. Truth is at the core, always.

being able to call a reporter just before deadline, give them your version of the story and have them tell or print it because they know you and they know you're telling the truth.

Being able to contact your colleagues at any time with the most outlandish story, request or challenge and having your contact take the time to listen until you've told the entire story.

Being able to secure time to speak to a reporter on our schedule and not theirs.

Being able to talk and discuss aspects without always feeling pressured. knowing they can call me, and i can do the same - tossing ideas both ways...

being friendly enough with reporters to have a beer with them after a tough story; respected enough by them to frankly discuss your differences over the beer; and well-thought-of enough to split the tab.

Being honest and responsive in communications. As a former reporter, I can tell you the media/PR liaison I trusted was the one who was forthright and got answers for me quickly. Those who "beat around the bush" or who made a habit of not returning my calls within a reasonable time frame (or at all) were quickly crossed off my list, and I promptly found a way around them or simply utilized a source from another organization. Now that I live on the PR side of the fence, I treat reporters the way I appreciated being treated -- with the result that our non-profit organization gets steady coverage and is considered as a source when an appropriate national topic hits the wire services.

Being honest,responding quickly to calls, bending over backwards to get the interviews they need, giving them plenty of lead time prior to a major announcement, and most importantly, knowing their work and the areas they cover to target the pitch.

Being in a situation of give AND take. Providing information about your company that generates not only interest in doing business with you but content that engages the reader enough to continue interaction with the publication (or program, depending on the genre).

being recognized as a reliable resource for information about your field or industry so that two-way interaction can take place between an organization and the media, resulting in fair coverage of your stories and a well-informed public.

being reflected in the media in the way that your key messages are intended to be delivered.

Being seen as a readily available, trusted source of accurate, timely, and relevant information.

Being the go-to source for the Media in the markets you serve. First-contact. The insider. The one person they can connect with who sees both sides of the argument, then adds tremendous value to the discussion. A connector as well. You don't just have the answers, you help journalists and media wonks with warm introductions to otherwise unknown sources.

Being viewed as an expert in your field, for your company and on the issues that are important for your industry. You respond quickly to media calls and your calls are taken quickly, in return. Your answers to questions are honest and direct, devoid of spin. Your executives and subject matter experts behave likewise in interviews. They are prepared and responsive, not talking-point driven. You help reporters, producers and others in the media even when there is no immediate benefit to you or your company. They, in turn, are willing to listen when you have a relevant, newsworthy point of view to share and would like the opportunity for space or air time. The relationship is defined by mutual respect. All either party asks is to be treated fairly.

Clearly communicating to the market the value proposition for your company.

Clients come and go but the press will always be there.

Communication - pure and simple. And understanding which communication vehicles (electronic, hard copy, digital, etc.) are the best roads traveled both to and from each party for the mutual scenic result.

consistently making all communications clear and concise. Give the media a reason to call you back. Give them what they need and when and continue showing them that you are the expert they rely on for good, quality information.

Credibility is the key to establishing a good relationship with the media. Credibility breeds respect and establishes the foundation for a mutually beneficial relationship.

Credible, prompt and able to zero in quickly on their needs.

Delivering to the media swift guidance for both story content and appropriate resource allocation in exchange for an accurate depiction or presentation of the subject matter.

establishing rapport, resulting in mutual trust and respect, open communications and understanding.

Focusing on "relationship". Talk to journalists regularly, not just when you need something. PR pros have to get out from our desks and visit with our customers. And it is easier than you think, if you do it the right way. Members of the media are more than happy to spend time with you if you can provide them something of value. It doesn't have to be a breaking story, either. Just asking them their opinions on your product, your company, or your industry can yield valuable insight, and more often than not will spur an idea or future story possibility. Mission accomplished.

For a question that can be answered in many ways, the answer to me is pretty straightforward...just like your pitch should be: The media calls YOU when they are in need of a source.

Form Testing...

Form Testing.........

Gaining trust and mutual respect by sharing access and information which benefits both parties.

Give and take of information that gets the job done well.

Give and take. It should be a mutually beneficial relationship in which you're disseminating the necessary message, and the media is getting the story they need.

Good relations with the media are where you and members of the media can have mutual respect and trust for each other and the different but equally important roles you each play in getting information to the public in a prompt, fair and factual manner.

Good relationships with the media mean a fair opportunity to listen and to be listened. You are then able to get a new perspective, as a partner in the communications process, or to fairly present your arguments to the audiences. Being a partner and treating media as partners in the communications process underlies the the good relationship. Good relationships are build on trust and expertise.

Having a connection a few key producers who understand your organization's mission and are eager to help promote it. If your organization has a "good" relationship with the media, these producers will respond quickly to interview and coverage requests and will even call you occasionally to find out the latest updates.

Having a good relationship with the media means that they trust and respect your knowledge level in your area of expertise and feel comfortable asking you for information whenever they are considering publishing something that requires a source in your field. They have to know that you will be prompt in your response and honest and accurate in your information, even when it may not be completely favorable for you to be so.

Having built a relationship that is strong enough so that you get a response to a pitch within 24 hours. Media relations is all about results.

Having met the reporter in person (if possible), following their work, querying them on the story line before sending a ton of information, providing facts and figures and objective industry research, patience, and fast turnaround time (if it takes them 6 months to get to the story and they want to talk to your expert within the next 6 hours - get it done.)

having mutual respect for one another's respective jobs.

having the ease of ordering coffee at your favorite place, the reward of that post aerobic high, the rock solid regard of your oldest friend, and the excitement of a second date!

having the media trust in your ability to bring newsworthy stories and in your credibility through reliable resources to bring about timely and significant information.

honest, open and valuable to both.

Honest, respectful and mutually beneficial.

I believe a good relationship with the media requires respect. From tasks as simple as achieving deadlines to their researching beats. If one spends the time determining what a reporter is really interested in, can get information to them quickly and accurately, you build a relationship of respect that will bring the reporter back to you many times over. It may sound simple, but this is a balance when you are billing a client or providing justification to the C-Suite. To show respect, content and story angles fit the reporters needs, which isn't always the way we'd ideally like to pitch them. If we had success that way all the time our job would be called advertising!

I define a good relationship with the media as one that's collaborative in nature - neither adversarial nor too familiar. I know I've succeded when the media view me as a resource and when they seek my input even on matters outside my scope of expertise. I view the media as a target audience, so I just develop my strategy and my messaging accordingly.

I know I have a good relationship with the media when I have gained their trust and won their confidence. You have to care about their side of the business as much as you do yours and keep your promises. Media continues to seek Adelphi University experts for their stories and are open to new story ideas that I pitch.

I used to work on the other side (as a newspaper writer) and the best relationship I had with a PR person was the one where the publicist seemed to think about everything I needed to do a good job on a story. From a well-written release to a timely return of a phonecall or e-mail, it was almost as if the publicist treated me as if I was a customer. Now that I work for the other side, I follow that mantra on every project I work on -- and urge my clients to do the same.

I work in healthcare. When a reporter thinks of anything medical, I want them to think of me. I am their friend. We are linked on Facebook, Twitter, etc. and we share personal stories and information. They know I can and will help them any way possible. I hand them their stories on a sliver platter. This gives me much more control. I am always honest and reporters know I can be trusted. Reporters are my friends, but nothing is ever off the record or safe from You Tube.

I would describe a good relationship with the media is present when there is a potentially damaging press release on yourself and the media gives you an opportunity to tell your side of the story before they write the final copy.

imagine you're a food processor, and a reporter at a publication in another city has learned your product may be to blame. When that reporter calls the newsroom in your local community to find out if they know someone at your company, the reporter who answers the phone says, "call XXX -- they will be straight with you." Then, you get two calls -- one from the reporter from the paper in the remote city, and another from your local reporter saying they just gave your name to that reporter. That's a good relationship with the media.

In an excellent relationship with the media: You are so reliable, accurate and timely that they won't forget. They are so reliable, accurate and timely that you can't help but help again. (And again.)

Is one that develops on top of credibility, honesty and good work. The PR person gets to know their rithym of the business and adapts to their needs.

Is one that is mutually beneficial. The PR practitioner is viewed as a trusted source for accurate and insightful information, ideally the go-to source for information on his or her client and industry. The journalist is viewed as an accurate gage for the media worthiness of a pitch, or a trusted messenger for important information. The journalist and the practitioner must hold each other in high esteem, counting on each other's professional ethics and personal integrity.

It's a good relationship when you have a vigorous give and take and still retain the realtionship.

It's as simple as honesty and trust. PR ethics dictate honesty in everything you produce, and if you want a relationship with a reporter, it is a primary pillar. With that honesty, you both get rewarded with trust--trust to embargo confidential information until a green light is given; trust that you are the go-to person in the organization, and vice versa at the publication; trust that the facts will remain consistent and up-front. With both of these elements, everyone wins and the relationship is further solidified.

Knowing their publication, audience and responsibility of each writer on staff. Maintain a professional relationship and be prepared to get/give the information you need when you are in contact with them.

Knowing what they are going to ask before they ask it!

like a father and son-in-law. Each wants to be respected and both need each other's advocacy to other members of the family (stakeholders).

Like any good relationship, a good relationship with the media is defined as trust-based, dependable and mutually beneficial. TRUST-BASED: by adhering to each others' boundaries and being forthright about true intentions (ex. if you're pitching a product, be honest that you're pitching a product) you are more likely to see results; DEPENDABLE: delivering on promises in a timely fashion helps build strong relationships MUTUALLY BENEFICIAL: the best relationships involve two parties who give and take equally. The result; they benefit equally.

Making the media more interesting and profitable because of your efforts.

Mirrors and smoke, transparent, but not easily seen.

Mutual benefit built on a foundation of mutual trust and respect, open and honest communication, and responsive and responsible information exchange.

mutual respect with a clear understanding of how you can help each other succeed.

Mutual respect with a hint of cynicism.

Mutual respect--I respect the fact that they need to gather information and are usually on a tight deadline. They want to get the information correct. I will be available to give them that information, or I will give them a time when I can expect to get back to them. For their part, they will strive to report the information accurately, and will check the facts when people make accusations or statements that have no substantiation.

Mutual trust and credibility.

Mutual trust, honesty, respect and intrgrity are at the heart of all great relationships. Without these, particularly with the media, you have nothing. Building these relationships take time and, like with friends, must be nurtured over time. Engaging in this long-term relationship-buidling is what makes working the media both challenging and rewarding.

Mutually beneficial

Mutually beneficial, fair and honest, with the ultimate goal to provide useful, factual information to consumers.

Mutually rewarding in that the reporting is more complete, often more accurate, and on target with the journalist's objectives. PR professionals must be Accessible, Honest, Speedy to respond, Resourceful, and a Creative spinner on angles, stories, ideas.

My definition of a good relationship is so simple - it's to be treated fairly. It is certainly not the definition that my bosses use, however. Fariness is hte number one principle of good jouranlism and for me, even a bad story is good if it's presented fairly.

No matter do they like you - but they respect you. If there is an issue or a cloud over your company that might jeopardize its reputation - they will approach you, knmowing you have something meaningful to say, something that explains the happening, and gives the reasonable answer to rising questions. Your answers are always meaningful, not just pure rhetoric; you are honest but firm, they cannot break you , and they cannot say you are avoiding answer, wrapping pure rhetoric in shinny paper. Might be they will attack you, but at the same time they will expect and enjoy having a partner who knows to take the punch and give back with the smile. They will respect you. Even in the worst case scenario the comment will not be negative, in the worst case would be neutral. To achieve that, it takes professionalism, experience and PERSONALITY. Apart of all strategy, and contingency plans, and scenarios - personality is the key that distinguish you from others. When they see you - they see copmany. Tricky but so truthfull. PR is not just a knowledge - it is "persona" and psychology, so called soft skills. So it is the relations with a media.

One based on a solid understanding of each other's role, mutual respect and trust.

one based on mutual respect -- a relationship in which the PR practitioner has earned a reputation as a reliable, credible and timely source of factual information, and the journalist provides the PR practitioner with the opportunity to present his/her organization's perspective in advance of the publication/airing of material affecting the PR practitioner's organization.

One built on trust and mutual respect -- at the end of the day, the media must be confident that you have someething worthwhile and helpful to them, that you are a decent person, that you are human, and that you will do the best job possible while working with them.

one in which both parties are able to accurately tell the story of the involved product, occurence, brand or issue.

One in which both parties respect and value the other's pursuit of effective communication

One in which both parties respect each other in terms of responsiveness, professionalism, trust and respect.

one in which both parties-- the media outlet and the source-- respect the other's purpose and mission in word and deed, take the time and effort to build a professional relationship, and continually study each other's industries to enhance their knowledge.

one in which communications professionals are accessible and honest and media representatives are fair and objective

One in which members of the media call you to ask for help with stories they're working on and end up listening to your pitch which results in coverage.

One in which the communications professional understands the target audience of the media he or she is working with and becomes a true partner is delivering relevant news to that audience. It is equally important for the media professional to know those communications professionals' specialties and to view them as resources.

One in which the communications professional: - keeps current with the news, - provides an honest & accurate storyline that fits the media outlet's target audience, and - is respectful of the reporter's deadlines; while the journalist: - is respectful of going through the communications professional, - is accessible to the communications professional, and - reports an honest & accurate story.

One in which the information provider is credible, accurate, responsive, prompt, and effective in portraying the organization's viewpoints. In addition, the information provider can also suggest possible stories in which the organization/person may be challenged, but still win the majority of points. Finally, a good relationship with media should involve the intangible benefit of being known as the 'go-to' organization or person for those times in which members of the media need accurate, credible information on an extremely tight deadline.

One in which the parties respect one another and the limitations imposed by employers, work honestly and ethically with each other, and remain fair in their dealings.

One in which the practioner/company representative and the reporter(s) have ongoing relationship in which they deal with each other openly and honestly, respect ground rules, balanced reporting and fairness.

One in which the reporter, before writing a piece on an issue important to my organization, thinks to themself:"Hey, I should give Peter a call on this." The reporter does this because they know their call/e-mail will be responded to promptly and honestly.

One in which the source is credible, honest, sensitive to deadlines, and willing to answer difficult questions that advance the audience's understanding of an issue.

One in which there is mutual respect and collaboration. The communications professional must be aware of and respect journalists' deadlines and understand that during these times journalists are often covering additional beats due to staff cuts. It is the responsibility of the publicist/media relations person to make the journalists' job as easy as possible by providing all necessary information asap and to be reachable at all times. The symbiotic relationship thrives.

One in which there is mutual respect on both sides, a clear understanding of each parties' needs, and, often, the ability to predict those needs.

one in which they run with everything I send them! Just kidding! A good media relationship is one based on respect, an understanding of the mutual dependence that is involved, an understanding of each other's work habits, and a sense that you can help each other do your jobs. I think "Help A Reporter Out" isn't just a great media relations site, but should be the operating mantra for any PR Pro involved in media relations.

One in which trust is never broken, the public's interest is never forgotten and deadlines are never taken all that seriously. In that way, it's a lot like government work.

One in which you are viewed as a resource.

One in which you have a mutually respectful and beneficial relationship. When you call with a story idea they always call back and when they need background for a story or a comment from your company executives or you, you respond in a timely fashion.

one of mutual respect and trust, where both parties are confident that the information provided or shared is useful, timely, relevant, and intended for publication or broadcast.

One of mutual respect where the media is aware of the importance of what your organization does and contributes to the community. In turn, your respect for the media outlet defines your approach to them with timely and newsworthy information of interest to their audience.

one that allows for the flow of communication to be clear, accurate and timely.

One that develops and nurtures a good culture. Experiences are shared, a sense of unity (like a family is sensed)and the relationship offers a special character - that it's differentiated among other relationships. That common functions are shared between each culture, such as individuals linking to one another, the basis for a common identity is provided and great interactions and negotiations are established.

One that has mutual trust and respect for the role each party plays in the process of disseminating information. If you have trust and respect with your media contacts, you have a greater likelihood of garnering more media coverage over a given time period and getting more of your messaging incorporated into those stories than otherwise. And, when the story is potentially unflattering, you will also be more likely to be heard and get your side or message included if you have a relationship built on mutual trust and respect.

one that is built on mutual respect and the desire to help one another perform their jobs more effectively. In this way, the public relations professional can get assistance with promotion for clients even as the media representative can get an accurate story for publication or broadcast that will be appropriate for his/her audience.

One that is mutually beneficial - it plays to their audiance and sends the message you want.

One that is mutually beneficial. You will always need to be forthcoming with information for them, positive or negative, and they will cover your company or client in a fair, balanced and unbiased way.

One that is reliable, honest, trustworthy, responsive and considerate with open communications - both ways. Saying what you're going to do and delivering it on time. Being a good, dependable resource, consistently.

one that is respectful of limited time by presenting targeted news from your company and others that can easily be expanded to meet the immediate interests of the media outlet's specific audience.

one that leads reporters to want to give your company or client a fair shake because they believe they regularly have been dealt with honestly and not been misled or hampered in doing the job they have to do.

One that serves to educate and inspire the content recipient, while building awareness and credibility for the content generator(s).

one where both (the communicator and the media professional) are keen to understand each other's perspective and needs, and explore ways to decide on how the information being exchanged can best serve the interests of all affected stakeholders.

one where both parties acknowledge and respect the job responsibilities of the other, understand that they may sometimes have opposing goals, and are still able to work effectively together anyway to get the job done.

one where editors and reporters look to our communications company as a consistently reliable source of news and assistance in writing stories. Glad to say we have that with many inland southern California and more than a few Los Angeles media outlets! So sorry I won't see you in DC.

One where respect is always given, and an expectation of fairness is a guiding premise based on the integrity of the both parties' message and actions.

One where the company understands and respects the rules of the media game and engages the media stakeholder in a manner that will build, sustain and protect the organisation's reputation.

one where the media knows who you are -- both your company, and you specifically as someone representing them -- and will take your calls, skim your email in a timely fashion, and even often politely acknowledge some when it isn't a match... and will proactively contact you when there is a match or opportunity.

One where you can have an insightful exchange when you are not "pitching" anything. That's why it's called media "relations." This is when I learn what a reporter is working on or what is his/her dream story. Then for future reference, I know how to angle my issues.

One, that while acknowledging the responsibilities of each side, does not waste each other's time by sidestepping or attempts to trap. It's a respect that is developed and not broken by engaging in either of these examples.

Open and honest communication.

Open and HONEST communications. To often comments are taken out of context and interpeted incorrectly. The media is a vital tool and business partner that should help to build your image and allow for your ideas to be presented in the way you intend.

Open and timely communication between an organization and the media, complete with trust, honesty, and willingness from both sides to recognize the importance of media and public relations professionals as people to be respected and treated kindly.

open channels of communications - both ways. A good PR person will have a personal relationship with the critical members of the media, to the point that the media will actually reach out to the communicator for clarification or for more details if the communication sheds any negative light on the communicator's subject matter.

open communication between trusted professionals who understand each others' needs and look for opportunities to create win-win stories [that provide the media with a usable story and provide the business or non-profit with a vehicle to get their story/issue out appropriately.]

open, direct, transparent and trusting. Without openness, we can be seen as tricky. Being indirect can convey shiftiness. Having a closed or opaque door can awaken curious minds, seed doubt, and foster innuendo. Mistrust will breed enemies, lead to name calling, and insult those we consider partners: journalists and their ilk. A lack of openness, directness, transparency, or trust, therefore, implies deception. Put more simply: A good relationship with the media is one that has integrity and respect.

Open, transparent, reciprocial and relevant to the stakeholders. And if you recognize that in Search old news never dies, then working with the media to manage keyword relevancy in published content becomes the most value-add factor of the relationship.

providing quality content people want to consume and a vehicle for advertisers to reach and communicate with people

providing the right information in a way that breeds action. Giving them just a taste to inspire a story and letting them take all of the credit.

Public Relations understands the reporter's needs and interests and provides information when their organization fits into these. Anything else is a waste of the reporter's time and is unlikely to result in coverage.

regular contacts between the PR practitioner and the press that are initiated by both and that are characterized by mutual respect, integrity, clear communication, appreciation of each other's roles, and a genuine interest in helping each other do the job.

Remaking the old quid pro quo relationship ... buy ads ... support your industry. The editorial filter worked (once upon a time ... now its all a dark and stormy night).

Respect by each party that the other is just doing their job in the best interest of their organization.

respectful, informative and transparent. Companies that have the best reputation scores and the best perception ratings actively engage the media as part of their "team." They educate reporters about all aspectes of their consumers and issues of industry, offer information before they are challenged to produce it and they are never accused of hiding the facts. The media respects professionals who are as transparent as possible, informative and even-keeled in good times and in bad. Media measurement also shows that CEO's who do well as the "face" of their company have higher respect from the media and higher story ratings when they are covered.

responsive

Responsive, honest and direct

Seeing an unflattering, negative or embarassing item addressed fairly. Even if the underlying facts can't be disputed, at least a good relationship with the media means they accurately represent my position, and that fosters trust. Immediate trust is built with me this way because they show that they can be trusted with information that could potentially harm an organization's reputation, yet they do the "right thing" with it.

Seven Simple Rules: Attitude: Give as good as you get Balance: Context is everything Collegiality: Beware of conviviality Dependability: Answer the call Effectiveness: Be responsible Fundamentals: WWWWHW -- especially why Graciousness: Leave your ego at home

Simplicity is the keyword of the day for media. In fact, "The Greatest Power in the Universe Lies in Simplicity", J.Michael Palka circa 1986. Just give them the facts in a simple, easy to comprehend format. And if your target is right, you will get response.

symbiotic: wikipedia: The symbiotic relationship may be categorized as mutualistic, commensal, or parasitic in nature.[3][4] Others define it more narrowly, as only those persistent relationships from which both organisms benefit, in which case it would be synonymous with mutualism[1][5][6][7].

Telling the truth.

The ability of communications professionals to have a full understanding and sensitivity of the role of the reporter. It is essential for PR practitioners to work within the partnership framework with their respective organizations and with the news media. That is the true symbiotic relationship. To ensure accurate reporting, the two way flow of honest information between reporter and communicator is mandatory. The same is true for the communicator to effectively communicate the organizational message. It is mutually beneficial when both sides respect and understand each other's purpose.

The ability to communicate with members of the media freely, in a framework of mutual respect and credibility established and nurtured during previous interactions, resulting in the free-flow of ideas and opinions during discussions of pitches, or even responses to potentially negative stories, the latter being the more valuable!

the ability to handle simple questions and answers with grace and dignity and the ability to handle difficult questions with style, honesty, and integrity. A good relationship does not depend upon the superiority of any party, but rather dictates that all parties be treated fairly and equitably. Good relationships always create better understanding, more openness, tolerance and opportunity.

The ability to have a direct conversation to discuss professional needs vs. ethical considerations in the sharing of information. When the "why can't you" or "why won't your company" questions are posed, don't see it as an attack but that the member of the media trusts you enough to confide in you for deeper answers.

The ability to lean on each other, equally, to produce news pieces that mutually benefit all parties involved - the media, the communciations profession, the business, and the consumer.

The best I can describe it is: the accurate estimate and adequate supply of the other's needs. As long as both sides work toward those ends the relationship will be productive and mutually beneficial. The media has a need for honest content and input to provide the most effective information to the audience. The PR pro needs to make sure that the client's input is included in that conversation. As long as both sides understand the motivation of the other and mutually strive to address that motivation, all will be well... including for the public.

The best relationship with the media is one built with uncompromising integrity and a deep understanding of the values and principles by which the media operates and survives.

The better question would be, 'a good relationship with media PERSONNEL'. As technology and methods of communications change - there is one constant - personal relationships. Good personal relationships are built over time and take effort and listening to their needs and wants. This doesn't negate the fact that oftentimes, these relationships can be be built with some of the aforementioned technology... but using the new technology to not just get the word out - but to solidify the media relationship. Media relationships that make a difference are a two way street - as a PR professional, it means that you can pitch a story and the media is willing to listen to it, critique it or at least refer you to someone who can do something about it. As a media personnel, it means getting stories from a PR professional that are concise and relevant, honest and informative, fair and are knowledgeable. Understanding each other needs are essential for building personal relationships - no one wants to be in a relationship where it is a waste of time for both parties.

The first step towards building a relationship with Media is understanding what the Media company you are speaking to is about, what it stands for and how it can help you. I have more often than not that PR professionals are so busy trying to sell the services their company offers, they forget to LISTEN. They also forget to to their homework. Some executives are so eager to sell, sell, sell, they forget to do some basic research. Basic things like; the size of the Media company, the market space it competes in, how the main competitors are, who potential allies are, etc. are completely ignored or bypassed. Media companies are basic channels of distribution with predetermined agendas. Some executives present themselves one time never to come back again (or until the next need develops) just because they got an intial NO for answer. Sometimes I just say No to see how the person in front of me reacts. A No means No, today but call me tomorrow. Or the fail to understand how the media company works. The best executives I have worked with have always been proactive enough as to present the company with models that fall under the "meet me half way" category. Media companies cannot compromise content for the sake of accommodating a specific piece of information or sometimes, the news is only relevant to a small piece of the audience. A savvy PR professional will know how to give a "main stream" angle to a niche piece of information. For example, deep sea fishing might be niche or might be main stream depending on what angle you decide to play. Deep sea fishing alone with deep sea fishing techniques is only relevant to a piece of the audience but deep sea fishing in a specific destination coupled with traveling tips and gastronomy becomes main stream. And if while we are at it, there's a quick bite sound byte on deep sea fishing techniques then you've got yourself an insertion of coverage on your specific subject of interest. Think of simple and straight versus packaged and fun. Packaged and fun is way more appealing. Unless off course you want simple and straight to appear on a media company specialized only on the matter your are bringing to it. Traveler versus Deep sea fishing magazine. In conclusion, a PR pro should be prepared to do the homework, develop the relationship with the media not just for sales sake and think in creative fun ways to package the goods and when I say fun, do not down play the fun concept. Audiences want to be entertained and in the end...audiences and consumers are our Kings.

The media are confident that the information you provide about your organization and its activities is reliable, seek your input as a subject matter expert within your industry, and willingly correct errors of fact and interpretation you bring to their attention.

the media regularly calls you as a resource for their stories and you are received positively when you call with story ideas resulting in two-way mutually beneficial partnership, not just "pitch and publish."

The sustained mixture of credibility and salesmanship that enables a PR professional to accurately inform, advocate, influence and ultimately convince the press of a particular point of view. Simply put, if the press doesn't trust you, you don't have a good relationship with them. Trust is the basis of the whole thing, just like any other relationship.

There is no such thing as a "good" relationship. You simply treat the "relationship" for what it is - and exchange - there are time when you have something they want/need and vice versa. As long as you understand those roles, the relationship should progress smoothly.

They call you because they know you are the subject matter experts; you call them because you know they will help you tell the story accurately. They understand the full issue and work to tell your story in that context.

They know your area of expertise, they come to you first, and most importantly they trust you!

They pick up the phone or answer the email when you contact them because you do not abuse the privilege and because they know you only contact them with legitimate pitches, they call you when searching for answers - even when they know it is not your client, but you work for similar clients and they know you as someone who gets answers.

They remember you when they are working on a story your client fits and they take your calls any time just to see if you have a good story for them. There is mutual respect and trust.

They take your calls and/or often use your press releases. Plus, they always let you know when they (or a colleague) are working on a story that applies to your business, interest or expertise.

They understand your business and your company so that they do not report incorrect information or misrepresent your company. A good relationship also means that a reporter checks with you regarding rumors about your company before they publish their story.

Trust

Trust - in both directions of the relationship.

Trust and respect.

Trust for each other

Trust! Facts need to be shared not exploited with opinion or editorial.

Trust, intelligence building on both sides, which is to say a better understanding by each party about the other and how to offer and accept assistance on an as needed basis, followed by more trust in an increasingly virtual environment.

Trust, knowledge and respect. There's a sense of respect for the other person's job and objectives, and a trust that each of you is providing the other with the best possible information exchange. Each is willing to listen and provide clear feedback, that is received and respected. Knowledge of the other's style, business environment and limitations. Media has business guidelines and must product content within those guidelines. PR people can provide information, quality story content, and timeliness, but there are times there's information they can't provide to media. Throughout difficult situations, it is understood that each of you is doing your job. Doing a good job, being thorough and accurate with content, and being responsive and timely are assumed here. The other element would be comfort, based on trust, that each party will be treated with consideration, thoughtfulness and warmth within all the crazy deadlines and pressures. An added plus is when you have the feeling that you each 'have each other's back' - no one is going to do anything to jeopardize the interests of the other -- beyond the story needs. This sometimes means being direct about how the story is going to go even if it's not good. Although this may go into the 'special' category after working with someone for a long time over a number of situations. Do you look forward to connecting with each other on the phone or in person? Trust each will do their best to give you what you need and make it as easy as possible? Are you essentially trying to take care of each other's business needs? Then you have a good relationship.

Trust.

Trust.

trust.

Trust. The media trusts you to be a reliable and timely source of information, in good times and bad. You trust the media to treat the information you share with them in a responsible, objective way.

Understand the journalist and his publication, make sure your pitch is relevant, but also take the time to know the individual beyond the pitch.

Understanding the media world and the role the media plays in the world -- and then delivering to the media for your business.

Understanding what they want and providing what they need

waking up every morning to put my ego to bed. This action is a verbal mantra reminder that the media industry is a vital partner to me. In partnership, they bring their portals to the masses to the table. What I bring to the table is a critically honed message that perfectly fits into their portals. When the relationship is smooth, the message is delivered effortlessly. When rocky, the hackles of my ego need to be tempered and slicked back to ensure my messages smoothly traverse the portals of the media as quickly and accurately as possible. The media is a two-way machine, conveying information from the pulse of the public, helping me precisely hone my message in close timing to that pulse in real time, then delivering it back to that public pulse when I release it.

Well, you know you have it when the journalists respond to your calls or emails.

Whatsoever things are true, Whatsoever things are honest, Whatsoever things are just, Whatsoever things are pure, Whatsoever things are lovely, Whatsoever things are of good news; If there be any virtue, and if there be any praise, Think and REPORT on these things. Love is Responsibility and Authority Love is Patient and Kind Love seeks no ill-will or disrespect Love bears no grudges Love covers a multitude of sins but rejoices in truth! Faith, Hope, and Love; Confidence, Motivation and Integrity! The greatest of these are Love and Integrity! Respectfully-Pat

When a journalist can count on you to make his or her needs every bit (or more) as important as your needs, you've formed a good relationship. Sorry, I won't be at the Forum because I'm attending an event with my family. You're welcome to use my response; I don't need credit. And, if you do use my response and folks like it, then donate (annonymously) the Kindle to a D.C.-based literacy program.

when a reporter feels comfortable enough to reach out to YOU when he/she has a new story idea and wants to get your perspective as the industry expert.

When media and PROs enjoy mutual respect and bring benefits to each other; with each party aware of the other's agenda.

When PR understands the media enough to respect how they work, we develop a first name rapport with assignment editors and can establish their brand/business as a credible professional source. This is a good relationship.

When the bad is not terrible, the good is great, and you can rarely, and judiciously ask that something not run and they honor your request.

when the media sees you as a trusted resource not a pitchman (flak or hack). When the media knows they can count on you for help (even when its not about your company or client), you have become a trusted resource and your value increases the value of whatever you are releasing.

When the press officer and the reporter mutually understand what information to provide--and when.

when the reporter trusts that the public relations professional will deliver all components of a story on time and be there as a strong resource. Also, when a reporter or editor will work with the pr pro to develop an angle if needed.

When the reporter will take a "I cant comment because (give a reason) and stops chasing rumors that lead nowhere

When there is sufficient trust and respect between a PR person and a journalist that either person can reach out to the other at any time with a pitch/request and get an immediate response, favorable or not, that is the sign of a good relationship between the two.

When they call you for information they need

when we are their first call in good and bad times with enough time to get them what they want, how they need it and be fairly treated.

When we see each other's phone number in caller ID we don't recoil in horror, or don protective clothing for the BS about to spew, but rather reach for the phone in confidence, knowing we can have a conversation based on trust and truth, and it won't be a waste of our time.

When you call, they answer. When they call, you respond. No DND buttons on either side.

when you can contact a journalist or analyst and say: "Trust me, you'll find it worth your time" and that media person accepts the meeting - no questions asked.

When you know them well enough and are comfortable enough to be on a first-name basis with one another. For example, if you see a member of the media in the grocery store or at a kids' baseball game, would you know the media rep well enough to say, "Hey so-and-so. How's it going?" Could they do the same to you? If not, you don't know them well enough.

willingness to be available (either in person, by phone or by email/text), honest, open (as far as your company/clients are comfortable) and courteous, along with the understanding that most media professionals are not out to harm you are your company, but rather to get the story that benefits their audience.

Working to meet the information and graphic needs of the news media while at the same time professionally representing the organization that is the target of the inquiry in an honest, and straightforward manner.

You are the first person they think of when developing a story, blog or article and need some input as to how your company addresses the topic to be discussed.

You can pick up the phone, or e-mail a reporter and get a quick response, because there is a level of trust and respect established between you.

You know it's a good relationship when an editor at the leading magazine in the field invites you to her son's bar mitzvah. And you go!

You know it's good when the reporter takes your call, even though they're on deadline, and listens to your take on the latest issue. The reporter knows it's good when you pick up the phone, even though you know it's going to be bad news, but are willing to comment anyway.

You serve as a resource for the media by connecting with client expertise, build a trusted relationship in good or bad, and have mutual respect and ethics for each others profession.

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